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The Impact of Brand Image and Corporate Branding on Consumer¡¯s Choice: The Role of Brand Equity

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  • Methaq Ahmed Sallam

Abstract

Brand equity is an important issue in marketing construct, which has been shown to influence important marketing variables such as consumer's choice. The aim of this study is to explore the role of independent variables e.g. (brand image and corporate branding) on brand equity and the impact of brand equity on consumer's choice. When the customers own positive aspects of a company and its product e.g. brand image, corporate branding they usually form brand equity and this lead them to have a choice from the products and services of the company. This study develops a framework that explains how independent variables e.g. (brand image and corporate branding) effect on dependent variable which is called consumer¡¯s choice, when brand equity is mediating. A study carried out in Saudi Arabia using 105 respondents as consumers who used any type of smart mobile phone. Path analysis confirmed that, corporate brand had more positive impact on brand equity while the results showed that brand image had no impact on brand equity. In addition, the study illustrated that brand equity had positive impact on customer¡¯s choice.

Suggested Citation

  • Methaq Ahmed Sallam, 2016. "The Impact of Brand Image and Corporate Branding on Consumer¡¯s Choice: The Role of Brand Equity," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 98-106, February.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:1:p:98-106
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    1. Oh, Miyoung, 2014. "Three essays on consumer choices on food," ISU General Staff Papers 201401010800005236, Iowa State University, Department of Economics.
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    3. Subhabrata Bobby Banerjee, 2007. "Corporate Social Responsibility," Books, Edward Elgar Publishing, number 12532.
    4. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Cited by:

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    2. Dawid Gajda, 2020. "Polish Young Consumers’ AttitudesTowards Mobile Phone Brands," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(11), pages 4-15.
    3. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.

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    More about this item

    Keywords

    brand image; corporate branding; brand equity; consumer choice;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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